Coke Still No. 1 Brand, But Tech Giants Loom Large

Just Like in 2011, Last Year, Coke is It: Coca-Cola remains the world’s most valuable brand, but it is facing an increasingly strong challenge from Apple, with other technology brands breathing down its neck, contends a study by Interbrand.

The highlights of the branding consultancy’s annual rankings include:

  • No. 1 Coca-Cola posted an 8% uptick in value to $77.8 billion in brand worth, and was praised for combining a huge reach with innovative marketing and engaging shoppers. 

  • Apple enjoyed the biggest such brand worth increase, 129%, among the top 100 brands. This surge from $33.5 billion to $76.6 billion was fuelled by the success of the iPhone and iPad, and a “set of values” and “human touch” defining its activity, says the study.

  • IBM fell from second to third despite logging an 8% expansion to $75.5 billion. Google took fourth, up by 26% to $69.7 billion, thanks in part to its acquisition of Motorola Mobility.

  • Microsoft, the IT specialist, actually witnessed a 2% decline in its net worth, as pressure rises from competitors such as Apple and Google, and gadgets like tablets undermine the PC sector.

  • New entrants to the list in 2012 include Pampers (No. 34), Facebook (No. 69) and Ralph Lauren (No. 91).

Source: Interbrand

Follow Scott Van Camp: @svancamp01



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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.

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